When Tibi approached PSA to redesign their logo, the brand was at an interesting juncture: the product was modern, clean and commercially viable but their identity no longer matched the creative vision. The challenge for PSA was to update Tibi's branding without alienating their loyal customer base.
Tibi — Brand ID
- Branding
- Graphic Design
- Strategy
- Illustration
We started our process by researching architecture to get in touch with a clean, modern and geometric palette. During our research we learned something fascinating: nearly all of the great modernists from the Bauhaus to Bucky, Rams to Wright were all educated in a particular kind of Kindergarten.
At first this seemed like no big deal, but after we dug a little deeper we discovered that Kindergarten — as in the concept developed by Frederich Froebel — was known for using wooden blocks in various shapes (squares, triangles, circles etc.) in bold primary colors to teach his young students about the complex world around them. For Froebel, it was about making complex ideas tangible, touchable and manageable. You can certainly see that education playing out in all of Mondrian's work.
So standing on the foundations of modern architecture and Froebel's pedagogy, we explored Tibi's identity as a series of basic geometries that over the course of the project became increasingly more complex and nuanced. we took a tactile approach first and literally built the logo out of Froebel's wooden blocks. During the subsequent design phases we began to evolve the shapes into familiar type but kept the sculptural component alive.
The result is a new identity for Tibi that feels in-step with the brands evolving design ethos. The new mark is durable, lasting and thoughtful and much like a well designed piece of architecture, can comfortably stand the test of time.
